Newcastle United fans are using free jackets obtained from a recent Mike Ashley giveaway to help keep the homeless warm.
Sports Direct announced an Everlast winter coat giveaway should Ashley-owned Newcastle defeat West Ham United last Saturday. After the Magpies duly delivered a confident 2-1 win, registered fans went online to redeem their voucher.
What wasn't mentioned in the offer was that a voucher didn't guarantee you a coat - valued at £59.99 - just a place in a lottery-based draw for 45,000 of them.
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Fans of all clubs could enter but many Newcastle supporters still refuse to shop at Sports Direct, in protest against Ashley. So they decided to bring some kind-hearted goodness from the giveaway, giving their jackets to homeless people to keep them warm this winter.
One winner, Ali Amir - alongside his friends - plans to give the jackets to the homeless; the 20-year-old stated: "Our plan is to go out and give them to homeless people we see all over the city. I'm a Muslim and it's our duty to help others. They don't deserve to be out there."
The giveaway was estimated to cost Ashley £2.4 million but it is barely a dint in the fortunes of Britain's 10th richest man.
Has anyone else used their free jacket in a good way? Let us know below.
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